Apple Inc. uses the Apple brand to compete across several highly competitive markets, including the personal computer industry with its Macintosh line of computers and related software, the consumer electronics industry with products such as the iPod, digital music distribution through its iTunes Music Store, the smart phone market with the Apple iPhone, and more recently magazine, book, games and applications publishing via the AppsStore for iPhone and the iPad tablet computing device. For marketers, the company is also establishing a very strong presence to rival Google in the advertising market, via its Apps business and iAd network.

Steve Jobs, Apple's Founder and Chairman, described Apple as a "mobile devices company" - the largest one in the world (Apple's revenues are bigger than Nokia, Samsung, or Sony's mobility business).

For several years Apple's product strategy involved creating innovative products and services aligned with a "digital hub" strategy, whereby Apple Macintosh computer products function as the digital hub for digital devices, including the Apple iPod, personal digital assistants, cellular phones, digital video and still cameras, and other electronic devices. More recently, the full impact of a very well throught out brand strategy has come into focus - and one in which customer experience is central

Apple's core competence is delivering exceptional experience through superb user interfaces. The company's product strategy is based around this, with iTunes, the iPhone with it's touch screen "gestures" that are re-used on the iPad, and the Apple Apps store all playing key roles.

The Apple Brand PersonalityApple has a branding strategy that focuses on the emotions. The Apple brand personality is about lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology. The Apple brand personality is also about simplicity and the removal of complexity from...

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...AppleBranding
Jeffrey S. Yaede
BUS 620 Marketing Management
Dr. Ray Powers
January 22, 2013
The Apple brand experienced a creative, marketing, and competitive edge under the leadership of Steve Jobs. From the iPod and iTunes to the iPhone and the iPad, Apple used creative marketing techniques to create a counter internet culture. While the internet focused on bringing everyone together, Apple successfully marketed towards the concepts of personal empowerment and centricity (Pedersen). By doing so, Apple created a participatory culture where Apple products became cultural icons thereby boosting sales and building a loyal customer base.
Since the death of Steve Jobs in 2012, many are asking if Apple’s brand is in jeopardy. Will Apple be able to continue its tremendous growth or will the company experience a declining status in the years to come? The answers to both questions likely lies in Apple’s ability to be technologically innovative and marketing savvy. Also of importance, is the question of what metrics should be used to measure Apple’s success in the future? This paper addresses these questions and looks at expectations for Apple’s future.
In 2012, Apple won a lawsuit versus Samsung over patent infringement. Historically, Apple defends their technology patents with an army of lawyers. Having shown a ruthless...

...THE ANALYSIS OF APPLE’S BRANDING STRATEGIES
by Anna Glenn
The Apple brand strategy is all about the experience. According to Wired.com, “Apple’s emotional branding, a brand that is felt in the heart and mind of the consumer” [2], is the key to its survival. Apple’s brand is reflected through their core beliefs about innovation, imagination and design. It is promoted through their products, advertisement and customer experience. This paper will give an introduction on understanding what a brand is and then will examine how the company’s branding strategy is implemented in the marketplace.
In 1983, Apple created Lisa, the first computer with a graphic user interface (GUI) [6], an interface that is based on graphics instead of text [7]. Since then, the company has created its brand based around its core beliefs. What exactly is a brand? Seth Godin, bestselling author, entrepreneur and agent of change [3] says it the best, “I think it is the product of two things: [Prediction of what to expect] times [emotional power of that expectation].” Meaning, if a consumer does not know what the brand means, it has no power [4]. Basically, there are three types of brands: unique, corporate and range. A unique branding strategy is built around an established brand that stands for one thing. The Pepsico Corporation is a good example of a unique brand. The company’s umbrella of its products include:...

...As you can see the Apple iPad has a ton of different models to choose from covering a wide price range to attract various demographics of customers. This works to Apples advantage for their massive marketing effort and wanting desire to see the Apple iPad take off , firing off the first salvo in the upcoming Slate Wars.
Since the iPad was first announced, both a few weeks before and a few weeks after, a multitude of Slate and new E-Readerdevices have been shown to the public and have a ton of people excited about the prospect of the new technology to fall into the hands of a mobile-centric crowd
So we may now draw the conclusion that there is initial public interest in this device. Our investigative report on the niche crowd of people purchasing the iPad were media groups, apple die-hards, and the technology addicted. Apple may have sold out of pre-orders, but many people will buy one IPAD.
This is a very real factor, and past products have failed because they could not meet the demand at launch time, and by the time they had more product available, other competitive products had entered the market place and people lost their focus as media coverage for new releases occurs.
The iPad might also fail because the public might not accept it as a viable product that will either change their lives, or be as low cost to attract casual impulse buyers. People may think that the iPad will not be a viable PC...

...Apple Inc. is the largest publicly traded company in the world by market capitalization. Overtopping ExxonMobil by some $60 billion, (CNN, 2012) as well as the largest technology company in the world by revenue and profit, worth more than Google and Microsoft combined. (Appleinsider.com, 2012)Fortune magazine named Apple the most admired company in the United States in 2008, and in the world from 2008 to 2011.All these facts caused my interest in studying inApple Inc.’s backgrounds, financial data and business strategies and performance to assess its current position and potential developments.
Apple started in 1976 as a computer company. In the last decade, however, Apple has expanded into a very intricate company that specializes in much more than just computers. In 2001, Apple broke the barrier with the iPod, eventually becoming the dominant market leader in music players. As well, Apple joined the phone industry in 2007 with the iPhone, which has also been widely successful.
Background
Apple is probably the most well-known company when it comes to the making of technology that is cutting edge and something that everyone wants to have in their possession. Apple Computer first came to be a company in 1976 when Steve Jobs and Steve Wozniak when they released the Apple I and was located in Cupertino, California. These two...

...Abstract
As Apple surpassed all major competitors and had spectacular success in 2010, it left CEO Steve Jobs wondering if there was anything that could overturn the drive. “Apple Inc. in 2010”, is an evaluation case. This case will be further discussed using the state-and-prove order using the following five elements:
1. Bottom-line evaluation (position statement)
2. Evaluation criteria
3. Proof of the evaluation
4. Qualifications
5. Action plan
Position Statement
Apple’s hits have been executed through first mover advantages, technological advances, and innovative strategies. Based on Apple’s current product positions, their success can continue into the next decade; however, it will be much harder for Apple to maintain their innovative momentum considering product substitutes and increasing competitive pressures.
Evaluation Criteria
Apple can be evaluated in many different ways given the numerous technological markets it has pursued. They can be broken up into the following product categories: computers, mP3s, and smart phones. Since each of these product categories have their own significant impact on Apple overall, it would be wise to evaluate items such as market shares, gross margins, and unit sales within each group. These can be measured by taking a look at past years, where they stand currently, and projections a few years in the future. By doing so, it will...

... Date: 04/06/2014
Case 14: Apple Computers in 2012
Background
Apple computer Inc. is a multinational corporation that creates consumer electronic, personal computer, computer software, commercial servers and digital media. Apple‘s core product lines were iPhone, smart phones, iPads, tablet computers iPods, portable media players and Macintosh computers. The founder, Steve Jobs, and Steve Woziak startedApple Computers in 1976 and incorporated it into a company on January 3, 1977 (Cusumano, 2002). For more than two decades, Apple Computers predominantly manufactured computers, which included the Apple II and Macintosh computer product lines. The company upon establishment was successful, but later faced a slump in sales and low market share in the 1990s. Jobs, who had been ousted out of the company in 1985, returned to Apple in 1996 after his company NeXT was purchased by Apple. The following year he became the company’s interim CEO, and afterwards became the CEO. Because of his leadership style and philosophy, Job subsequently instilled a new corporate philosophy of products and simple design, which began with the introduction of the Mac computer.
Apple success can be attributed to the aggressive business strategy to become a leader in the computer industry mainly due to the effort input in...

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1) Define and compare the business models and areas of strength of Apple, Google, and Microsoft.
A) Microsoft’s business model is operating systems which 95%of all computers use worldwide.
The strengths for Microsoft are that they are still the leader in PC operating systems and desktop productivity software. But has failed miserably with regards towards smartphone hardware and software, mobile computing, cloud-based software apps; its internet portal
B) Apple’s business model mainly focuses on mobile devices; such as iPhones and iPads which account for 52% of apples profits.
The strengths for Apple are mobile devices, such as iPhone and tablets. These devices combine and contribute 52% of apples business. They already have a head start on the mobile phone industry where they have over 250,000 applications. Apple controls 27% of the mobile market and the iPhone is the highest grossing cellphone ever.
C) Google’s business model focuses the market from the mobile, advertising and operating systems.
The strengths for Google are that they dominate in advertising with their search engine. And their Android OS controls 41% of the mobile market share. This mobile market is constantly growing 3 times faster than the iPhone market share. “They bought Android Inc. to enter the mobile market.” also bought out Motorola Inc. for 12.5 billion.
2) Why is mobile computing so important to...